Academic Journals

• Atwal, G. and Heine, K. (2022) Luxury, Entrepreneurship and Innovation, part II - Innovation Pathways for Luxury Brands, Strategic Change, 2022(31): 1-3, https://doi.org/10.1002/jsc.2518.
• Heine, K., Atwal, G. (2022) Growing Luxury Brands through Culture-driven Innovation, Strategic Change: Briefings in Entrepreneurial Finance, special issue on Luxury, Entrepreneurship and Innovation, 2022(31): 533-543, DOI: https://doi.org/10.1002/jsc.2524, read online.
• Atwal, G. and Heine, K. (2022) Luxury, Entrepreneurship and Innovation, Strategic Change, 2022(31): 273-274, read online.
• Bryson, D., Atwal, G., Hultén P., and Heine, K. (2021), Antecedents of Luxury Brand Hate: A Quantitative Study, Strategic Change: Briefings in Entrepreneurial Finance, Special Issue: Anti‐Consumption and Brand Hate, Vol 30(1): 35-43, https://doi.org/10.1002/jsc.2387.
• Heine, K., Atwal, G., and He, J. (2019) Managing Country-of-Origin Affiliations for Luxury Brand-building in China. Australasian Marketing Journal, 27:14-23, read online.
• Heine, K., Crener-Ricard, S., Atwal, G. and Phan, M. (2018) Personality-Driven Luxury Brand Management. Journal of Brand Management, 25(5): 474-497, read online.
• Gutsatz, M. and Heine, K. (2018) Luxury brand-building and development: new global challenges, new business models; Editorial, Luxury Branding Special Issue, Journal of Brand Management, 25(5): 409-411, read online.
• Gutsatz, M. and Heine, K. (2018) Is Luxury expensive? Journal of Brand Management, 25(5): 411-423, read online.
• Heine, K. and Phan, M. (2016) Authenticity and Prestige: What Luxury Brands could learn from the Wine Industry? Luxury Research Journal, 1(2): 177-190.
• Heine, K. and Gutsatz, M. (2015) Luxury brand building in China: Eight case studies and eight lessons learned. Journal of Brand Management 22 (3): 229–245.
• Heine, K. and Berghaus, Benjamin (2014) Luxury Goes Digital: How to Tackle the Digital Luxury Brand-Consumer Touchpoints. Journal of Global Fashion Marketing 5(3): 223-234.
• Petersen, F.E., Heine, K. (2013) When Do Consumers Indulge in Luxury? Emotional Certainty Signals When to Indulge to Regulate Affect. Marketing ZFP / Journal of Research and Management , Vol. 35, Issue 2, pp. 79-90.
• Heine, K., Phan, M. (2013) A Case Study of Shanghai Tang: How to Build a Chinese Luxury Brand. Asia Marketing Journal , Vol. 15, Issue 1, pp. 1-22.
• Phan, M., Thomas, R., Heine, K. (2011) Social Media and Luxury Brand Management: The Case of Burberry. In: Journal of Global Fashion Marketing, Vol. 2, Issue 4, pp. 213-222.
• Heine, K., Phan, M. (2011) Trading-Up Mass-Market Goods to Luxury Products. In: Australasian Marketing Journal, Vol. 19, Issue 2, pp. 108-114.
• Heine, K. (2010) Identification and Motivation of Participants for Luxury Consumer Surveys by Viral Participant Acquisition. In: The Electronic Journal of Business Research Methods, Vol. 8, Issue 2, pp. 132-145, read online.
• Heine, K. (2010) The Personality of Luxury Fashion Brands. In: Journal of Global Fashion Marketing, Vol. 1, Issue 3, pp. 154-163.
• Heine, K. (2009) Using Personal and Online Repertory Grid Methods for the Development of a Luxury Brand Personality. In: The Electronic Journal of Business Research Methods, Vol. 7, Issue 1, pp. 25-38, read online.

Conferences

• Heine, K. (2019) From Brand Purpose to Brand Activism, CCI France Chine, Makers Night on Branding, Shanghai, 25 October 2019.
• Heine, K., Phan, M., and Gutsatz, M. (2018) Is (new) luxury expensive? Proceedings of the Global Marketing Conference (GMC) in Tokyo, July 27, 2018.
• Heine, K., Eisenberg, M., and Seidemann, V. (2017) Building Brand Personality in the High-end Cultural and Creative Industries. Proceedings of the Global Fashion Management Conference 2017 at Vienna, read abstract.
• Eisenberg, M., Heine, K. and Phan, M. (2016) The Luxury Brand-building Canvas. Proceedings of the Global Marketing Conference 2016 at Hong Kong, pp. 236-236.
• Phan, M., Heine, K., Temime, A. and Porte, E. (2016) Luxury start-up: Oxymoron or reality? The tales of two luxury start-ups. Proceedings of the Global Marketing Conference 2016 at Hong Kong, pp.1507-1515.
• Bryson, D., Atwal, G., Hultén, P. and Heine, K. (2016) Antecedents of Luxury Brand Hate. Presented at the The Mystique of Luxury Brands Conference", Shanghai. 12 - 13 May.
• Heine, K.; Phan, M.; Massarini, M.; He, J. (2015) Managing country‐of‐origin effects for luxury brand building in China. Presented at the Global Fashion Management Conference, Florence, June 25-28, abstract published in proceedings.
• Herm, S., Möller, J. & Heine, K. (2014) Endorser’s Body Posture as an Antecedent of (Luxury) Brand Personality Perception. Presented at the Global Marketing Conference, Singapore, July 15-18, full article published in proceedings.
• Bellini, N., Heine, K., Rovai, S. & He, J. (2014) Are Chinese Consumers Ready for Chinese Luxury Brands? Presented at the Global Marketing Conference, Singapore, July 15-18, abstract published in proceedings.
• Heine, K., Heil, O. (2014) What Can We Learn from Chinese Luxury Brands? Presented at the 2014 Global Fashion Management Conference, London, February 13-15.
• Heil, O., Heine, K. (2014) The CHANCE-Criterion: Forecasting New Product Success. Presented at the 2014 Global Fashion Management Conference, London, February 13-15.
• Heine, K. (2012) Building up a Chinese Luxury Brand: The Case of Shanghai Tang. Presented at the 2012 Fall Korea Marketing Conference, Seoul, October 12-13.
• Heine, K. (2012) The Identity of Luxury Brands. Presented at the IBA International Conference on Marketing, Karachi, Pakistan, 6 May.
• Heine, K. (2011) Is Science Luxury Marketing?: Lessons Learned from Marketing the “The Concept of Luxury Brands”. Presented at the ITÜ-TUB Joint Conference, Berlin, 12 January.
• Phan, M., Thomas, R., Heine, K. (2011) Luxury Brand Revitalization through Social Media, Presented at the KAMS Fall Conference, Seoul, 19 November.
• Heine, K., Kübrich, K., Phan, M. (2010) The Definition of Luxury Products by their Constitutive Characteristics. Presented at the KAMS Fall Conference, Seoul, 27 November.
• Heine, K., Trommsdorff, V. (2010) Dimensions of the Luxury Brand Personality. Proceedings of the Global Marketing Conference, Tokyo, 9-12 September, pp. 453-465.
• Heine, K., Trommsdorff, V. (2010) The Universe of Luxury Brand Personality Traits. Presented at the Global Marketing Conference, Tokyo, 9-12 September, p. 439.
• Heine, K. (2010) A Theory-based and Consumer-oriented Concept of Luxury Brands. Presented at the In Pursuit of Luxury Conference, London, 18 June.
• Heine, K. (2010) Identification and Motivation of Participants for Luxury Consumer Surveys. Proceedings of the 9th European Conference on Research Methodology for Business and Management Studies, Madrid, 24-25 June, pp. 183-193.
• Heine, K. (2010) The Luxury Brand Personality Traits. Proceedings of the 6th Thought Leaders International Conference in Brand Management, Lugano, 18-20 April.
• Heine, K., Trommsdorff, V. (2010) Practicable Value-Cascade Positioning of Luxury Fashion Brands. Proceedings of the 9th International Marketing Trends Conference, Venice, 21-23 January, read online.
• Heine, K., Repschläger, J. (2009) Neue Möglichkeiten für altbewährte Methoden im Web X.0: Entwicklung eines Collaborative Repertory Grid-Tools zur Analyse der Luxusmarkenpersönlichkeit. Presented at the Forschungstagung Marketing, ESCP Europe Campus Berlin, 12 September.
• Heine, K. (2009) Using Personal and Online Repertory Grid Methods for the Development of a Luxury Brand Personality. Proceedings of the 8th European Conference on Research Methodology for Business and Management Studies, Valetta, Malta, 22-23 June, pp. 160-170.
• Heine, K. (2010) Luxury & Sustainability: Implications of a Consumer-oriented Concept of Luxury Brands. Presented at the ITU-TUB Joint Conference, Istanbul, 10-12 November.

Conference Organization / Track Chairs / Journal Guest Editor

• Atwal, G. & Heine, K. (2021) Co-guest editor, Strategic Change: Briefings in Entrepreneurial Finance, Special Issue on Luxury, Entrepreneurship and Innovation, submission deadline: 31st December 2021, see call for papers here.
• Phan, M. & Heine, K. (2018) Co-track chair on "Wearable Technologies, Sustainability and Brand-building in the Luxury, High-end Cultural and Creative Industries" at the Global Marketing Conference (GMC) in Tokyo, July 27, 2018.
• Gutsatz, M. & Heine, K. (2018) Co-guest editor, Journal of Brand Management, Special Issue on Luxury Brand-Building.
• Heine, K. (2017) Track chair on "Luxury Brand-building" at the Global Fashion Management Conference at Vienna, 8 July 2017.
• Heine, K. (2016) Track chair on "Luxury Brand-building" at the Global Marketing Conference at Hong Kong, 27 July 2016
• Phau, I., Phan, M. & Heine, K. (2016) Conference co-organizers "The Mystique of Luxury Brands Conference", Shanghai. 12 - 13 May 2016, see more here.
• Phan, M. & Heine, K. (2015) Conference track co-chair on "New Luxury vs. Old Luxury: Luxury Trends and Strategies" at the Global Fashion Management Conference, Florence, 26 June 2015.
• Phan, M. & Heine (2014) Conferenc track co-chair on "Luxury Marketing in China and Other Emerging Markets" at the Global Marketing Conference at Singapore, 16 July 2014.
• Heine, K. & Hoffmann, J. (2014) Conference track co-chair on "Global Luxury Trends" at the Global Fashion Management Conference in London, 14 February 2014.

Business Publications

• Heine, K. (2022) Kuidas luua sisemisi Brändisaadikuid (How to create internal Brand Ambassadors?), Turundus (the business magazine of the Estonian Chamber of Commerce), 2/2022, pp. 34-35, read here.
• Tropp, K. & Heine, K. (2021) Turism Kriises: Mis on innovaatilise mõtlemise lähtepunkt? (Tourism in Crisis: What is the Starting Point for innovative Thinking?), Turundus (the business magazine of the Estonian Chamber of Commerce), 3/2021, pp. 42-43, read here.
• Heine, K. &  Chrétien-Ichikawa, S. (2021) To Harness the Power of Purpose, Brands Must Have a Mission, European Business Review, April 2, read the article here.
• Heine, K. (2021) Miks on tähtis brändi eesmärk? (How to unleash the Power of Purpose?), Turundus (the business magazine of the Estonian Chamber of Commerce), 1/2021, Feb 9, p. 40-41.
• Heine, K. (2020) Up and down: Let China's good Craftsmanship and Design be seen by the World (original title in Chinese: 上下：让中国的好工艺、好设计被世界看到), interview with Mrs. Qiong Er Jiang, the CEO & Artistic Director of Shang Xia and Patrick Thomas, the former president of Hermès, CEIBS Business Review, Feb 7, read here.
• Heine, K. (2020) Decision-making comes from Vision: How to build a Chinese Luxury Brand (original title in Chinese:决策源于愿景，诞生于中国本土的奢侈品品牌如何打造), interview with Mrs. Qiong Er Jiang, the CEO & Artistic Director of Shang Xia and Patrick Thomas, the former president of Hermès, CEIBS Business Review, Feb 13, read here.
• Heine, K. (2019) THE BRAND-BUILDING CANVAS: How to Build a Business and a Brand in One Go. The European Business Review, March/April: 50-54, read a short version online.
• Heine, K. and Xue, H. (2019) How Luxury Brands can benefit from Personality-based Branding. The European Business Review, Jan/Feb: 50-54, read a short version online.
• Heine, K., and Petersen, F.E. (2015) Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige. The European Business Review, Jan/Feb 2015, pp. 39-43, read online.
• Heine, K. & Bookhagen, A. (2014) Auf dem Weg ins Web (Digital Luxury Marketing). Markenartikel (journal of the German brand association), 7/2014, 56-58.
• Heine, K. (2014) Luxury Made in China: The New Generation of Chinese Luxury Brands. Ticker (the business journal of the German Chamber of Commerce in Mainland China, special issue on luxury – cover story) April/May 2014, 14-16.
• Heine, K., Waldschmidt, V. (2014) Innovativ agieren: Markteintritt kleinerer Luxusmarken [Market Entrance of Small and Medium-sized Luxury Brands]. In China Contact, 1/2014, pp. 42-46.
• Heine, K. (2013) Opportunities for Luxury Entrepreneurship in China. In The African Business Review, 12/2013, special issue on luxury, pp. 26-29.
• Heine, K., Waldschmidt, V. (2013) Luxus in China: Ein praktischer Weigweiser für die High-end-Industrie, by Meisterkreis & Roland Berger, Berlin. Our contributions: Kundenpräferenzen "Made in China" (pp. 5-7); Kleine Geschenke erhalten die Freundschaft: Luxus-"Gift-Giving" in China (pp. 9-11); Markteintritt kleiner und mittelständischer Luxusmarken (pp. 22-25), read online (in German).
• Heine, K., Waldschmidt, V. (2013) Kleine Geschenke erhalten die Freundschaft: Luxus Gift-Giving in China. In China Contact, 12/2013, pp. 39-42.
• Heine, K. (2013) Liebe, Luxus und Kapitalismus [Love, Luxury and Capitalism]. In Huffington Post Germany, 15 October, read online.
• Heine, K., Waldschmidt, V. (2013) Mit Luxus Gute Geschäfte machen [Making Good Business with Luxury]. In OWC Deutsch-Chinesische Mittelstandskooperation – ein Handbuch [OWC Handbook for German Chinese Cooperation of Middle-market Cooperations], pp. 28-30.
• Heine, K. (2013) Buch-Rezension: Identitätsbasierte Luxusmarken-Führung [Book Review: Identity-based Luxury Branding]. In: transfer Werbeforschung & Praxis, 02/2013, p. 32.
• Heine, K. (2013) Stilkompass Luxusmarken [Style Compass Luxury Brands], In: LuxusWohnen, 1/2013, March, p. 30, read online.
• Heine, K. (2012) Die Identität von Luxusmarken, In: WISU - Das Wirtschaftsstudium, 12/12, pp. 1605-1611.
• Heine, K. (2012) Die Identität von Luxusmarken. In: The Luxury Business Report, 30 March 2012, read online.
• Heine, K. (2012) Chancen der Luxusstrategie auch für Premiumanbieter. In: »pay» Magazin, 1/2012, pp.14-15, read online.
• Heine, K. (2011) The World Luxury Brand Directory, ISSN: 2193-5440, Technische Universität Berlin, www.worldluxurybranddirectory.com.
• Heine, K., Kemnitz, P. (2009) Luxus-Shopper verstehen – Marktforschung anpassen. In: China Contact, Issue 7, pp. 13-15.
• Trommsdorff, V., Heine, K. (2008) Das Marketing von Luxusprodukten. In: WISU – Das Wirtschaftsstudium, Vol. 37, Issue 12, pp. 1669-1674.
• Trommsdorff, V., Heine, K. (2008) Beliebt ist, was beliebt ist. In: China Contact, Issue 11, pp. 40-41.

Book Chapters

• Atwal, G. & Heine, K. (2023) The ‘Brand Origin’ Dilemma. In: Cattaneo, E. (ed.) Managing Luxury Brands: A Complete Guide to Contemporary Luxury Brand Strategies, Kogan Page: London, pp. 209-229.
• Heine, K., (2018) Identity-driven Luxury Brand Management. In: Berghaus, B., Müller-Stewens, G. & Reinecke, S. (2018) The Management of Luxury, 2nd ed., Kogan Page: London.
• Heine, K. & Gutsatz, M. (2017) Luxury Brand-Building in China: Eight Case Studies and Eight Lessons Learned. In: Balmer, J.M.T. & Chen, W. (eds.) Advances in Chinese Brand Management, Palgrave Macmillan: London, pp. 109-132, read part of this book online.
• Heine, K. and Herhoffer, P.-A. (2016) Persönlichkeits-basiertes Luxusmarkenmanagement [Personality-based Luxury Brand Management]. In: Thieme, W.M. (ed.) Luxusmarkenmanagement [Luxury Brand Management], Springer, Wiesbaden.
• Atwal, G. and Heine, K., and Seidemann, V. (2016) Gift Culture in China: Consequences for the Fine Wine Sector. In: Charters, S., Yuan, J. and Menival, D.(eds.) The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market, Chandos Publishing (book profile).
• Heine, K., Phan, M., Waldschmidt, V. (2014) Identity-based Luxury Brand Management. In: Berghaus, B., Müller-Stewens, G. & Reinecke, S. (2014) The Management of Luxury. Kogan Page: London, pp. 83-98, book profile.
• Heine, K., Atwal, G. & Zelal, A. (2014) Luxury Wine Marketing. In: Charters, S. & Gallo, J. (2014) Wine Business Management, Pearson: Paris, pp. 235-246, book profile.

Books & Working Papers

• Heine, K. (2020) Build a Brand to Change your World: A Step-by-Step How-to Guide for Building High-end Cultural & Creative Brands, 2nd ed., Upmarkit: Tallinn - this is the foundation for my course: "How to build a high-end brand" - more information here.
• Heine, K. (2017) The Concept of Luxury Brands. Upmarkit: Tallinn, more information here.

Teaching Cases

The idea was to publish case studies in very different formats: at the Case Centre, as book chapter, in academic articles and as a Harvard Business School Case.

• Keinan, A., Heine, K., Cervellon, M.-C., & Crener, S. (2019) Mercedes and the Relaunch of Maybach: Reviving a Heritage Automobile Brand, Harvard Business School Case 519-099, June 2019, https://www.hbs.edu/faculty/Pages/item.aspx?num=56235.
• Heine, K. and Gutsatz, M. (2015) Luxury brand building in China: Eight case studies and eight lessons learned. Journal of Brand Management 22 (3): 229–245.
• Heine, K., Kübrich, K. and Chung, J. (2015) Take the Opportunity to Pilfer a Goat: Lessons from Gieves & Hawkes. In: Prange, P. (ed.) Market Entry in China: Case Studies on Strategy, Marketing, and Branding, Springer, Switzerland.
• Phan, M. and Heine, K. (2013) Shang Xia: The Journey of a Chinese Luxury Brand. The Case Centre, http://www.thecasecentre.org/educators/products/view?id=118807.
• Heine, K., Nobbs, K. and Sperber, S. (2013) Creating and Developing Luxury Brands in China. The Case Centre, http://www.thecasecentre.org/educators/products/view?id=118796.

Online Courses

I'm the director of the High-end Brand Management Online Program, which is run in cooperation between emlyon, one of the top business schools in Europe, and CEIBS, one of the top business schools in Asia. This is the first online program of emlyon busines school. As part of this program, I am creating the online course "How to Build a High-end Brand" which is based on my book "Build a Brand to Change your World" and a number of fresh case studies and interviews with high-end brand managers such as Mrs. Qiong Er Jiang, the CEO & Artistic Director of Shang Xia, Patrick Thomas, the former president of Hermès, Maxime Bohe, Marketing Director of Serapian, and Juliet Guo, the CEO and founder of Sandriver (cashmere). It includes the following sessions:

• Heine, K. (2021) High-end Business Modelling: The Brand-Building Canvas, session 1 (parts A and B) of the online course: How to Build a High-end Brand, CEIBS Publishing, Shanghai, https://www.eceibs.com.
• Heine, K. (2021) High-end Brand Vision: The Power of Starting with Why, session 2 (parts A and B) of the online course: How to Build a High-end Brand, CEIBS Publishing, Shanghai.
• Heine, K. (2021) High-end Product Strategy: The Code of Luxury, session 3 of the online course: How to Build a High-end Brand, CEIBS Publishing, Shanghai.
• Heine, K. (2021) High-end Brand Culture: How to Give your Brand a Soul, session 4 (parts A and B) of the online course: How to Build a High-end Brand, CEIBS Publishing, Shanghai.
• Heine, K. (2021) High-end Brand Personality: How to bring your Brand alive, session 5 (parts A and B) of the online course: How to Build a High-end Brand, CEIBS Publishing, Shanghai.

Interview with Mrs. Qionger Jiang, the CEO and creative director of Shang Xia, and Mr. Patrick Thomas, the former president of Hèrmes, at the ten-year anniversary of Shang Xia in Beijing